Lehrinhalte
The students get to know the basics and perspectives of marketing and experience the strategic background. They also receive a detailed overview of the four central instruments of the marketing mix: product, price, promotion and place. In addition, the institutional perspective gives students an insight into the peculiarities of service and trade marketing. In addition, the students deal with the potential and current challenges of digital marketing. There is also a focus on ethical responsibility and sustainability marketing.
The students get to know the basics and perspectives of marketing and experience the strategic background. They also receive a detailed overview of the four central instruments of the marketing mix: product, price, promotion and place. In addition, the institutional perspective gives students an insight into the peculiarities of service and trade marketing. In addition, the students deal with the potential and current challenges of digital marketing. There is also a focus on ethical responsibility and sustainability marketing.
- Lehrende: Ruth Stock-Homburg
Semester: ST 2021